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Mallory Group was appointed to deliver the communications for team AkzoNobel, the Dutch coatings and chemicals company, who were the first entrants in the 2017-18 edition of the Volvo Ocean Race - the longest and toughest professional sporting event in the world. The challenge for the communications team was to build awareness of team AkzoNobel, engage sailing and sports fans whilst showcasing the values of teamwork, innovation, sustainability, safety, leadership, performance and community.
We constructed a global communications marketing strategy that harnessed the journey of the team within the Race, allowing us to successfully communicate the values of AkzoNobel through the sailing and shore team members.
Over a ten-month period, our communications team curated a consistent output of inspiring, authentic, inclusive and timely content (films, imagery and copy) across social and digital platforms that engaged sailing fans with the race and aligned them closer to the AkzoNobel brand values.
Utilising AkzoNobel and Volvo Ocean Race channels along with micro-targeted paid support, team AkzoNobel were able to successfully grow their social following by 583.9% between October 2016 and July 2018. Tailored stories around the sailors and their relevance to local markets meant that the team were able to drive strong PR coverage around the world.